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From: Jared Hamilton
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Brian Pasch

Brian Pasch CEO

Exclusive Blog Posts

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group moved up 25 spots in this year's "Top 100 Dealership Group Used-Vehicle Sales" supplement published by Automotive News. The…

Top 5 Luxury Cars for Any Type of Terrain

Top 5 Luxury Cars for Any Type of Terrain

Many automotive companies make luxury vehicles that can be driven on different terrain. If you like to take road trips to cities, forests, hiking trails, a…

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

You Are The Only Person Seeing The Pink Shorts

By Brian Pasch pink-shorts-600.fw

Danny Sullivan addressed the 2013 DrivingSales Executive Summit today, and the crowd was glued to his insights into Google search and the latest digital strategies for car dealers.  There were many points that resonated with the audience, just check the Twitter feed for #DSES2013.  Of course, the Hummingbird update was discussed.

To download a copy of Danny's presentation, using this link: 

One point that I wanted to share with the DrivingSales community that could not attend was that there is no longer a standardized Google Search Engine Results Page (SERP). Every search that Google presents is customized based on relationships it establishes directly or indirectly about the consumer conducting the search.

This creates an interesting dilemna for SEO and Digital Marketing vendors, because what their dealer clients "see" locally can be very different from what the vendor sees from their corporate offices.  

Social Signals and Semantic Web

This observation is very important when you consider the factors that impact personalization and how much social media engagement will define future search Google results.  Dealers who have avoided investments in Google+, Facebook, Twitter, and customized website content need to wake up and smell the coffee.

The semantic web will require dealership websites to evolve, and dealers who educate themselves on this change will be first to market with better search results.  Websites must adapt to include machine-readable metadata about pages and how they are related to each other, enabling automated agents to access the Web more intelligently and perform tasks on behalf of users.

Change Is Constant

What is the takeway?  Google will adapt search results to meet the specific known and implied needs of the consumer.  Dealers who realize that Google is using social signals, Google+ Local, and other digital sources to serve up relevant content will diversify their marketing investments. 

If a Dealer Principal or General Manager is not personally using Facebook or Google+ that is their choice.  However, they cannot allow their personal choices to impact their marketing investments for the dealership.

Brian

Brian Pasch, CEO
PCG Consulting
732.672.2356
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Chris K Leslie
Very subtle. I like it. Bye Bye vendors.

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